“Writing Style for Print vs. Web”

Author: Jakob Nielsen

Presenter: Michael Weber

Overview

Writing style for the web differs from print in the following ways: Purpose Audience Title Content Format

Purpose

Web

Present Information

Give Directions

Print

Teach Lessons

Send Messages

Entertain Readers

Audience

Web Specific Audience

Only those interested in information

“ADD” Audience Readers will only pay

attention for a few minutes

Print General Audience

Those interested in being entertained

Patient Audience Readers will read the

entire article if it is interesting

Titles

Web Specific

Draws reader in for content

Contains Keywords Built for search engines

Informative Hyperlink format

requires information to be in Title

Print Slightly vague

Draws reader in for entertainment

Contains attractive words Built to catch readers

eye Not Necessarily

Informative Information can be

reserved for subtitle or not at all

Content

Web Specific Information

Brief and easy to find Active Directions

Specific and clear so the reader can follow along

Print General Tidbits

Expanded and not necessarily standing out

Passive Narrative Reads like a story

Format

Web Non-linear

User-created experience Reader want to be

independent of the author

Lists Fragment sentences

preferred Example

Wikipedia

Print Linear

Author-driven experience

Reader wants to be lead by the author

Paragraphs Should read like an

essay Example

A Magazine Article

Conclusion

The writing style of the web needs to be specific, brief, and user-focused. In other words, it needs made for the “ADD” reader.

On the hand, print writing needs can be general, expanded, and author-lead. The main purpose of print media should be to entertain the reader for a period of time.

QUESTIONS